Embarking on a remarkable journey from a chemistry PhD to Chief Marketing Officer at NatWest Group, Margaret Jobling’s career is a testament to innovation and adaptability in marketing.
Hailing from Sunderland in a working-class family, she defied the odds, turning her love for maths and chemistry into a PhD. “I always found beauty in equations,” she quips, “but who knew they’d lead me to marketing?” Amongst many accolades, she was recently recognised as Marketer of the Year in 2022.
We had the opportunity to speak to Margaret as part of the School of Marketing Mentoring programme, here are some of her key milestones and career reflections.
The Unilever Chronicles: Where R&D Meets Marketing
Her career began in the R&D labs of Unilever, a place where deodorants and skincare products were the daily bread. But it was here, amidst beakers and formulas, that her marketing spark was ignited. “Project De Bono was a game-changer,” she recalls. “Pairing a lab coat with a marketer? It was like mixing vinegar with baking soda – explosive, but fascinating.” This project was her first foray into understanding the consumer beyond the molecular level.
A Bold Move in Men’s Care
At Unilever, she faced a significant challenge when Procter & Gamble acquired Gillette, prompting a strategic rethink in the male grooming market. Her involvement in developing a new strategy was pivotal. “We realized that men and women have different needs in personal care,” she explains. “Creating gender-specific products wasn’t just about new scents or colors; it was about understanding and catering to different behaviors and preferences.” This strategic shift not only diversified Unilever’s portfolio but also doubled potential revenue streams by tapping into a more targeted market.
Career Twists: From Sara Lee to Cadbury
Leaving Unilever’s labs, she ventured into the commercial world with Sara Lee, then to Cadbury, where she was inspired by the iconic Gorilla ad. “Not the most ROI-effective,” she admits, “but it did wonders for our confidence in marketing.” Her journey at Cadbury was cut short by a Kraft Foods acquisition, leading her to explore new territories in private equity and then at Bird’s Eye. “Cash flow became my new favourite phrase,” she jokes.
The Private Equity Perspective: Rigorous Testing and Data-Driven Decisions
Her stint in private equity, particularly at Bird’s Eye, introduced her to a new world of marketing rigor. “Every penny spent on marketing had to be justified with hard data,” she says. This environment demanded a more disciplined approach, where experimentation and testing were key. “It was about being methodical, using A/B testing, and constantly refining our strategies based on real-world feedback.”
British Gas and Banking: Expanding Horizons
At British Gas, she learned the importance of a cohesive brand experience. “Every touchpoint with a customer is like a date,” she says. “You want to make a good impression every single time.” Her transition to the banking sector was driven by a desire to challenge herself further. “If you’re not learning, you’re not growing,” she asserts, emphasizing the importance of diversity and inclusion in her work.
The Evolution of Marketing: From Coronation Street to TikTok
Reflecting on the seismic shifts in marketing, she contrasts the simplicity of the past with today’s complexity. “In the ‘Coronation Street’ era, you could reach most of Britain with a single ad. Today, it’s a whole different ball game with digital platforms.” This fragmentation requires a more nuanced approach, targeting specific audiences with tailored messages. “It’s no longer about broadcasting to the masses; it’s about engaging in meaningful conversations with your audience.”
Creativity vs. Data: The Eternal Marketing Dance
In a world obsessed with data, she believes creativity has taken a backseat. “Just because you can measure something doesn’t mean it’s the only thing that matters,” she argues. The Cadbury Gorilla ad is a testament to this belief. Initially dismissed based on data, it became a hit by striking an emotional chord. “It’s about finding that sweet spot between logic and magic,” she says.
Professional Development: Own Your Growth
Her advice to aspiring marketers is straightforward: “Manage your manager and take charge of your development.” She highlights the importance of feedback, comparing the business world’s hesitance to the sports world’s eagerness for it. “In marketing, as in sports, you’re only as good as your last game,” she notes, highlighting the need for continuous improvement and adaptation.
The Future of Marketing: Embracing AI and Technology
Looking ahead, she sees AI as a crucial tool for marketers. “It’s like having a crystal ball, but you need to know how to read it,” she says. She encourages marketers to understand how AI can be applied across various aspects of their work, from creating propositions to targeting and measuring outcomes.
Connecting with Customers: The Heart of Marketing
In conclusion, she emphasizes the importance of truly understanding and connecting with customers. “We’re not just selling products; we’re narrating stories,” she states. Her journey, a blend of scientific rigor and creative flair, serves as an inspiration for marketers everywhere.
Final Thoughts: Marketing as a Continuous Learning Journey
As our session comes to a close, it’s clear that her journey is more than just a career path; it’s a testament to the power of curiosity, adaptability, and the willingness to embrace new challenges. “Marketing is an ever-evolving dance,” she concludes. “The music might change, but the steps are always about connecting with your audience.”
